Microsoft Advertising has officially rolled out simplified bid strategy options globally, following its initial announcement in July 2025. The update streamlines how advertisers set up automated bidding without changing campaign performance.
Target CPA and Target ROAS are now optional inputs within existing strategies:
- Use Maximize Conversions with an optional tCPA for conversion-focused campaigns
- Use Maximize Conversion Value with an optional tROAS for value-focused campaigns
This change applies only to newly created campaigns, while existing setups remain unaffected. The goal is to reduce complexity and make bid strategy selection more intuitive.
Read the official announcement here: Negative keywords for PMax and other product news for March 2026.
